The 2025 Product Content Experience: What’s influencing shoppers in 2025?
We’re here, ?it’s 2025 and shoppers are equipped with a new set of challenges, lifestyle goals and spending intentions that are shaping the FMCG landscape for the year ahead. ?
From shifting financial priorities, to renewed healthy intentions and an ever-expanding omnichannel, brands and retailers, more-than-ever, must harness the power of technology, bridge the gap between the on and offline shopping world and meet growing expectations for high quality product content. ?
Our brand-new report: The 2025 Product Content Experience is designed to help brands and retailers understand the key trends influencing shopper habits in the new year, helping you craft winning strategies for 2025 and beyond.?
Let’s take a look through the key trends shaping shopper habits and product content strategies in 2025: ?
Shopper Priorities and Financial Challenges in 2025???
Rising food costs continue to affect shoppers as we start 2025 with retailers and brands continuing to battle rising inflation, supply chain disruption and fluctuating prices.???
Despite an overall decline in global inflation, shoppers are still spending 17% more than they were for the same goods in 2022.?
Shoppers are therefore remaining conscious in their spending habits, including shopping for more private label products and are even redefining ‘discount’ in 2025, seeking value and quality from discount retailers and brands.??
What are shopper spending intentions for the next 12 months???
It’s clear that shoppers are focused on purpose-driven spending, in their intentions at least, it is too soon to tell what the say/do reality will be. At-home, planned events remain priorities over out-of-home experiences like dining and entertainment, with shoppers looking to spend more on utilities, fresh food categories and health and wellness.??
NielsenIQ explains that this data is likely to remain relatively stable over the year in terms of what people say versus what they do noting that, "even though consumers may feel more socioeconomic stability now compared with earlier in the year, they will likely have to spend any of their recent gains on a variety of other needed expenses."?
In a climate of economic uncertainty and rising food prices, transparency in product content is more important than ever. According to Label Insight studies, 94% of customers are likely to show loyalty to a brand that offers complete transparency.? To get more transparent, brands and retailers can ensure that product content includes detailed nutritional information, sourcing practices, ingredient lists and sustainability information to connect better with shoppers.??
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The Health and Wellness Revolution in 2025????
In 2025, health and wellness trends will continue to redefine how consumers approach product discovery and decision-making, presenting both challenges and opportunities for brands and retailers alike. As individuals increasingly prioritize their physical and mental well-being, they are seeking products that align with specific health goals, dietary needs, and lifestyle choices.??
As we’ve seen with spending intentions, while shoppers are largely cutting back on overall spend, they do intend to spend more in the health and wellness category.
From an increased adoption of GLP1 medications and weight loss drugs, to an upward trend of shoppers altering their behavior to address obesity and other conditions, shoppers across the spectrum have a renewed interest in the products they are purchasing and consuming. The increased uptake of GLP1 medications will continue to have a knock-on effect as we traverse 2025, as more shoppers seek products connected to alleviating side-effects like anti-nausea, low blood sugar and digestive issues. As some brands enter the market with GLP1 packaging and labelling, competition for healthy food innovation is rife, making it more essential than ever to have the right product content to make products discoverable and engaging.
This evolution places a greater emphasis on the role of product content in enabling informed, confident purchases. From clean-label ingredients and functional benefits to certifications like organic or allergen-free, shoppers expect transparent, detailed, and accessible information. For brands, this means building trust and loyalty by positioning themselves as partners in their consumers' wellness journeys, while also meeting regulatory requirements and staying competitive.???
Expanding Omnichannel Landscape in 2025???
The omnichannel landscape has rapidly expanded over the past few years and has drastically changed the traditional shopper journey.???
While 80 years ago a shopper may have only shopped in brick-and-mortar stores, a shopper in 2025 is traversing multiple in store and online channels.???
From discovery to purchase, shoppers are utilizing multiple touch-points in their shopping experience and brands and retailers must make product content accessible, transparent and consistent across each touch point.?
Social media’s influence on trends and purchasing habits continues to grow, with social commerce’s market size poised to hit $7.03 Trillion by 2023, growing immensely from the $0.62 Trillion market size at the end of 2021. Shoppers continue to turn to apps like Tik Tok, Instagram, Pinterest and more for inspiration, and are even utilizing in-app features to directly purchase from social commerce storefronts.??
Social media allows brands and retailers to connect with shoppers in extremely personalized and target ways, generating content that meets a specific shopper’s searches and algorithms to connect them with products suited to their unique needs and goals.??
However, while a large number of shoppers are purchasing directly from brands within social media apps, a good proportion are still heading in-store to brick-and-mortar retailers to find and purchase the products they are discovering. In fact, 2 out of 5 Tik Tok users who discovered a product when to a physical location to purchase the item. This emphasizes the necessity of creating connected omnichannel experiences, covering every touch point in a user journey. There are also lessons to be learned from the social media experience in improving product detail pages across retail and ecommerce sites. Especially important will be crafting personalized shopper experiences.??
Related again to intentional purchasing habits outlined earlier in this article, we are seeing a huge growth in the popularity and sales of Private Label products and an increase in shoppers visiting ‘Discount’ retailers. The discount retail channel has seen impressive growth, up 9.2% year over year, making it the 3rd fastest growth retail channel in 2024.?
Private Label also continues to grow at an accelerated rate, again diversifying the products and channels that shoppers are shopping from, redefining the omnichannel landscape.?
Globally speaking, private label products are poised to continue their rapid pace of growth, already delivering nearly 8% of CPG sales growth in 2024. Switzerland, the U.K., and Spain remain the most developed global markets for store-branded products.???
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As the perception of private label ranges shift, retailers are investing in private label innovation to compete with national brands, focusing on premium offerings, sustainable practices, and specialized product lines catering to health and wellness trends. This includes developing organic, plant-based, or functional products that align with evolving consumer preferences.???
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Bridging the gap: The Connected Shopper in 2025?
In 2025, AI technology and retail media will transform how brands and retailers connect with omnichannel shoppers, bridging the gap between physical and digital experiences.???
With shoppers seamlessly moving between online and in-store environments, creating a cohesive and connected journey is more important than ever. AI-powered tools are enabling personalized recommendations, real-time inventory updates, and targeted advertising, while retail media networks offer new opportunities to engage shoppers at every stage of their journey.???
Brands should continue to elevate their product detail pages with rich product information and rich media content, to illustrate key product information, connect and engage more shoppers and boost conversion. This should form an essential part of future retail media strategies, connecting any in-store or online investments directly to the point of purchase. We know shoppers respond better to rich content like video, which 95% of shoppers have indicated makes them more likely to purchase a product, but rich media also helps brands with visibility, boosted search results rankings and more.??
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By leveraging emerging technologies and rich content partnerships, brands and retailers can align their strategies to deliver consistent messaging, enhance shopper convenience, and drive loyalty across multiple touchpoints. Together, AI and retail media are paving the way for smarter, more integrated shopping experiences that meet the expectations of the modern consumer.?
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Apps in 2025: Quick Commerce and Third-Party Apps?
The rapid growth of quick commerce is reshaping the way shoppers engage with brands and retailers in 2025. Fuelled by the increasing adoption of mobile apps, this shift is not just about speed but about creating a dynamic, interactive shopping experience. Apps are evolving into multi-functional tools that offer much more than convenience—they’re becoming platforms for fostering loyalty, providing valuable product information, and gamifying the shopping journey to keep consumers engaged.??
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Retailer apps now integrate loyalty programs that reward frequent purchases, exclusive discounts, and tailored offers. Gamification elements, such as challenges, rewards, and milestones, are adding excitement to the shopping process, encouraging repeat visits and stronger brand connections.??
Beyond retailer platforms, third-party health and wellness apps are playing a critical role in enhancing shopper experiences. These apps provide insights into dietary needs, track fitness goals, and recommend products that align with individual health preferences, bridging the gap between personal well-being and purchasing decisions.?
By partnering with these apps, brands and retailers can tap into a highly engaged, health-focused audience, creating touchpoints that align advertising, product discovery, and purchase into one cohesive journey. However, these apps rely on accurate, up-to-date and optimized data to ensure shoppers relate to the right information for their health and wellness needs and goals. It is essential that apps source their data from accredited and quality assured data pools.????
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The Key Takeaways for 2025 Summarized:?
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Download the full report now to unlock the full trends influencing shopper behavior and learn how to craft winning product content strategies to succeed in 2025.??
Are you looking to improve your product performance across the omnichannel in 2025? Or looking to power your app or research with a brand-approved library of over 50 million global products???
Get in touch with our team today to find the best solutions for optimizing your content.?